BRAZIL. Puig has partnered with Avolta to unveil a Maison Rabanne counter in São Paulo Guarulhos International Airport Terminal 3. The counter features the brand’s reimagined identity and debuts Rabanne Makeup in Americas travel retail.
The partners hosted an inauguration event for the counter on Friday (4 July) which celebrated the Maison’s avant-garde heritage and refreshed identity. The event also paid tribute to the partnership between Puig and Avolta.
The rebrand, which saw the Maison transition from Paco Rabanne to simply Rabanne on its 60th anniversary, reflects a cleaner, globally resonant identity. This includes a lowercase logo and a bold R monogram, drawing inspiration from the original Calandre fragrance of 1969 and the brand’s fashion archives.
As reported, the updated brand identity marked a unification of Rabanne’s fashion and beauty categories under one banner.
Rabanne Makeup is a key component of the brand’s new visual identity. The range delivers high-impact formulas and couture-inspired colours from Rabanne’s fashion archives with a focus on the 1969 bag and signature XL link jewellery.
The line, which comes in mirrored packaging, is organised into four expressive ranges: Eyephoria, Rouge Rabanne, Nudes and Arts Factory.
The São Paulo store marks the first of five Maison Rabanne openings planned across Americas travel retail by the end of 2025, with additional locations confirmed in Bogotá, Mexico City and Lima, among others. ✈
